Wine, Watches & Whiskey Channel Launches on STIRR

LOS ANGELES, CA – Cannella Media DTC has launched Wine, Watches & Whiskey, a new free ad-supported streaming television (FAST) channel now available on STIRR. The channel features curated programming focused on wine, spirits, and fine timepieces, offering audiences an opportunity to explore the world of luxury lifestyle content without a subscription.

“Wine, Watches & Whiskey creates a destination for viewers who appreciate craftsmanship, heritage, and elevated experiences,” said Steve Schachter, SVP, Distribution & Business Development
at Cannella Media DTC. “Partnering with STIRR allows us to bring this vision to a wider audience while maintaining a high-quality, brand-friendly environment.”

Focused Content for a Passionate Audience

Wine, Watches & Whiskey is built around viewer interests that are both specific and growing. The channel features documentaries, tasting sessions, behind-the-scenes looks at vineyards and distilleries, and stories that highlight the skill and artistry behind exceptional products. From winemaking to watchmaking, each program is designed to inform and inspire.

This type of focused, passion-driven content aligns well with STIRR’s broader programming strategy. As a leading FAST platform available in more than 90 markets, STIRR continues to expand its channel lineup with offerings that reflect the personal interests and viewing habits of its audience.

“At STIRR, we believe today’s audiences crave more than just entertainment—they want to see themselves reflected and empowered in their viewing experience. STIRR is shaped around passionate and engaged communities who don’t just watch, but participate. We’re redefining what streaming can be by developing features and programming that invite true interaction, giving our viewers a whole new way to connect with content creators and each other.”

Built on Proven Success

Cannella Media DTC has experience launching niche channels that resonate. In 2024, the company introduced RVTV on STIRR, a channel dedicated to outdoor travel and recreation. The early traction of RVTV demonstrated that audiences respond to thoughtfully curated content in specialty categories. Wine, Watches & Whiskey builds on that model, with a focus on the growing segments of premium wine, craft spirits, and luxury timepieces.

Strategic Brand Integration Opportunities

For brands in these categories, Wine, Watches & Whiskey offers a compelling platform. The channel is built for immersive storytelling and long-form creative that often falls outside the constraints of traditional media formats. Marketers can reach a focused, high-intent audience without facing the compliance hurdles typical of linear television.

About STIRR
STIRR is a free streaming service offering live, on-demand, and linear channels across connected devices. Built for passionate, engaged communities, delivering not just entertainment, but new ways for audiences to connect, interact, and participate in shaping the content they love across Roku, Amazon Fire TV, Apple TV, and iOS and Android devices, as well as online at www.stirr.com.

About Cannella Media DTC
Cannella Media DTC is a performance-based media agency with decades of experience helping direct-to-consumer brands scale through television, streaming, digital, and audio platforms. The company operates a growing portfolio of content channels, including Wine, Watches & Whiskey and RVTV, and has managed more than $6 billion in performance media investments.

Media Contact:
Cannella Media DTC
Steve Schachter, SVP, Distribution & Business Development
sschachter@cannellamedia.com

Caitlin Haire

Caitlin Haire is the VP Marketing & Communication at Cannella Media, DTC, where she excels in driving impactful direct-to-consumer (DTC) marketing strategies. Leveraging her strategic mindset and data-driven approach, she collaborates cross-functionally to optimize campaign performance and achieve business objectives. With a keen eye for innovation and a commitment to excellence, Caitlin is continually pushing boundaries in the dynamic world of DTC marketing.

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